Keven and Kellie struggled to find low-sugar alternatives of popular chocolate spreads

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A former city worker from Essex whose line of healthy spreads started after struggling to find low sugar alternatives for their children’s favourite chocolate spreads has been chosen to represent successful UK start-ups by the Government.

JimJams is one of six start-ups that has been selected from this year’s top success stories and inspiring businesses.

The year-long Ambassador programme for the Start Up Loans Company was launched at a reception in London on September 19 to celebrate the success of UK start-ups.

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Kevin Bath and his wife Kellie, from Halstead set up JimJams - a low sugar alternative to popular chocolate spreads - with the help of a £25,000 Government-backed start up loan.

Two-and-a-half years after Kevin made the decision to quit his job in the city to drive the business, JimJams now has an annual turnover of £300,000 and their products are retailed by major supermarkets, including Tesco, Sainsbury’s and Morrisons.

The JimJams healthier spread brand now also includes a range of low-sugar jams and marmalade.

Kevin Bath, founder of JimJams said: “In this day and age, we all know the many downsides to indulging too much in sugar-laden treats. The trouble was, our family has a sweet-tooth! My wife and I searched far and wide, but couldn’t find breakfast spreads for our family that weren’t packed with sugar. So, we took matters into our own hands and just started making our own. Not only did our kids love it, but so did our friends and family, so we knew we were onto something.

“Quitting my job in the city was the best decision I’ve ever made. I now have the flexibility to spend more time with my family, and I get a real buzz out of watching our family business grow. It’s a real honour to be hailed as an Ambassador by the Start Up Loans Company and I really hope my story inspires others to follow in my footsteps!“

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Minister for Small Business, Margot James, said: “The Start Up Loans Company has been crucial in helping tens of thousands of aspiring business owners to get their venture off the ground, and this year’s ambassadors such as JimJams, are a great example of what promising entrepreneurs can achieve with the right support.”

“This Government is committed to building an economy that works for everyone and the success of small businesses is crucial to this. That is why ensuring Britain remains the best place in the world to start, grow and scale up a business is at the heart of our Industrial Strategy.”

The launch of the Ambassador programme comes as The Start Up Loans Company announces it has provided over 50,000 loans to British start-ups, bringing the total it has lent so far to more than £345million. In the East of England, where JimJams is based, the scheme has provided over 3,000 loans to new and early stage businesses, totalling over £21,000,000.